Fallon Makes Elegant Statement for BMW

NEW YORK Fallon will launch a multimedia campaign this month to tout BMW of North America’s 6 Series coupe and convertible models.

A TV effort set to break in late April and a print leg in national daily newspapers and magazines will anchor the Minneapolis agency’s work. The first TV spot features a motion-control camera that slowly pans around a black 6 Series convertible. Throughout the 30-second ad, the vehicle operates as a mirror, reflecting time-lapsed lighting and environmental changes symbolizing the passing of a full day. The closing tag: “There are 365 days in a year. Collect them all.”

“With the 6 Series, BMW is reaching an audience with a refined appreciation for quality and uncompromising expectation of performance,” Jim McDowell, vice president of marketing, BMW of North America, Woodcliff Lake, N.J., said in a statement. “This advertising campaign follows suit. It’s dynamic and bold, yet elegant in its simplicity.”

Brandweek staff report